Toni Sailer Sports autumn/winter 2025/26 collection Credits: Toni Sailer Sports As tulips begin to bloom in the valleys and trees start to bud, the winter high season returns to the mountains. At Easter, snow enthusiasts travel to the mountains one last time to enjoy the final runs of the season. What is the current state of the ski and snowboard market? For decades, the health of the industry could be reliably gauged at the Ispo sports trade fair in Munich, which was long dominated by winter sports. This has changed significantly in recent years. The number of exhibitors in this category has decreased year after year. The large mega-booths of market leaders have given way to smaller formats, until hardly any brands remained and hardware almost completely disappeared. Has the industry already bowed out in the face of rising temperatures due to climate change? Ski market is growing “It is not as many always claim: ‘There is no more snow, and therefore people are not skiing as much’. That is not true,” contradicts Hans Taubenberger, founder and managing director of the German premium ski label Toni Sailer Sports. Martin Lien, chief commercial officer at the Norwegian freeski and outdoor provider Norrøna, even identifies a “growing interest in skiing in many countries”. Intersport Austria, for example, reported an “exceptionally positive” winter business for 2025/26 in its January interim report, with a 6 percent increase in turnover year-over-year. The driving forces were ski rental (up 12 percent) and the sale of skis…
